A.H Beard: Six week sleep challenge
Laura Ryan and Alex McIntosh
Campaign details
Brand owner: AH BeardLead agency: Mentally FriendlyBrand: A.H BeardCountry: AustraliaIndustry: Furnishings and fittingsChannels used: Content marketing, Earned media, buzz, Email marketing, Social media, TelevisionMedia budget: Up to 500k
Executive summary
This case study tells the story of how AH Beard, a 115-year-old Australian mattress manufacturer, overcame being in a low-interest category using a social-engagement platform, the AH Beard Six-Week Sleep Challenge.
Mattresses are a challenging product category where every product looks the same and...